RURAL MARKETING

T.Y.BMS

RURAL MARKETING ON

SURYA ROSHNIL LTD.

SUBMITTED TO :- PROF. SIMRAN CHUGH

-:SUBMITTED BY:S.MUKESH BAJAJ SUMEET M.VENUKUMAR 32 33 36

REMARKS:SIGN:-

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-:INTRODUCTION:-

SURYA ROSHNI LTD. (LIGHTING)

Suryas journey started in 1973 when it set up its steel pipe plant at Bahadurgarh, Haryana(30kms from Delhi). Today this plant is one of the largest in Asia, and produces 180000 MT of steel pipes annually. In 1984, surya set up its first factory, for lighting products, at kashipur (in Naintal, UP). And in 1992, it built another factory at Malanpur (near Gwalior, MP). Both these state of the art lighting plants have been awarded the ISO 9001, ISO 14001 & OHSAS 18001 certifications. Surya is the only lighting company with 100 per cent backward integration. It manufactures all its components.Today, SURYA is the second largest seller of GLS and FTL in India. It has achieved a turnover of over Rs 1200 crore and an international presence in 48 countries. Incorporated in 1973, the company is today one of Indias leading Light source and components manufacturer and ranks 2nd among the leaders. The company is also leader among steel pipe & CR strips manufacturing in India. A Rs. 1200 Crores conglomerate is anchored by an extraordinary force of 3500 employees spread over 30 branch & three manufacturing units. The product manufactured by company is exported to over 40 countries across the globe. Surya Roshni being the pioneering force in the field of Lighting has played the role of a technology leader by establishing new benchmarks for the industry. As a leader in the area of Light Source manufacturing, Surya Roshni takes the responsibility of providing innovative and safe lighting equipment to its intended customers. Its wide range of worldclass light bulbs, fluorescent lamps, high pressure sodium and mercury lamps, energy saving lamps to name a few are manufactured at state-of-the-art units with top of the line machineries & equipments, benchmarked processes & practices. Surya Roshni has instituted a continuous quality improvement culture and a strong system driven focus to ensure that the quality should at least meet and often exceed international benchmarks. A strong use of statistical techniques and 100% backward integration process enable Surya Roshni to approach to a level of Zero Defect manufacturing. The companys processes are certified under ISO 9001 - Quality Management Systems Standard, ISO 14001 Environmental management System Standard and OHSAS 18001 - Occupational Health and Safety Management System Standard.

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SURYA MANUFACTURING UNIT -: PRODUCTS:-

BULBS

Solar Torch "Chotu"

Solar Lantern

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Solar Torch "Trekker"

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Solar Home lighting

Solar PV Colour Television

Solar Garden light

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RURAL MARKETING

According to National Commission on Agriculture

Rural marketing is a process which starts with a decision to produce a saleable farm commodity and it involves all the aspects of market structure or system, both functional and institutional based on technical and economic considerations, and includes pre and post harvest operations assembling, grading, storage transportation and distribution.

So

, Rural marketing means marketing activities in the rural areas where favourable

infrastructure may not available. Rural marketing and urban marketing are identical as regards their basic marketing structure. However, rural markets and rural marketing have special features and problems as compared to urban markets. Today the rural market offers vast untapped potentials. Development programmes in the fields of agriculture and allied activities, health, education, communication, rural electrification, etc. Have improved the life styles of rural population and some market agencies forecast that the rural demand will supercede the urban demand in the near future. Estimates are that the rural market is growing twice as fast as the urban market for durable products like Wrist-watches, fans, television, Bulbs, video cassette recorders, colour & BnW Television sets, cassette recorders, VCRs, VCPs, Pressure cookers,. And so on, these are some products that are growing at a higher rate.

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MARKETING STRATEGY

To survive in the competitive era. Every Organisation or Company is entering into different strategies in Urban & Rural Market areas. Rural Market and Rural Marketing have special features & problems as compared to urban markets. So following are strategies of SURYA ROSHNI LTD, which we have identified these strategies from their activities.

- Brand names product familiar and evoke possessiveness, likewise Surya Roshni ltd., has a good Branding Strategy in every product. The Brand Surya resembles the essence of Indian belonginess towards people in rural areas. And the Punch line of Surya Products is JALTA HI JAYE which easily attracts the customers in rural areas.

Utility Oriented Product Strategy:- As the rural consumers are very much Product conscious and they purchase only that product which has a utility. And the Surya Roshni Ltd produces only that product which has high utility oriented.

- Surya Roshni Ltd products are very much unique in all aspects as compared to other company. For e.g.:- Solar Torch, Solar Trekker, Solar TV, Solar Lantern. And every product of Surya Roshni Ltd whether Electrical Or Solar are very convenient and saves high rate of Electricity which benefit to society.

- Surya Roshni ltd., follows value pricing Strategy. It provides the product at low cost as compared to others without sacrificing the quality.